I currently have 18 browser tabs open. Not a very flattering picture, but seven of them are pages from online shopping in lingerie and swimwear that was thrown in front of me on social media. I’ll admit it, as June is just around the corner, you need steely will and tremendous determination to face the fire of brands that won’t rest until you buy your dowry in beachwear. But it seems that their furious attack is not accidental. Consumer resistance has begun.

More and more research shows a new trend that requires consumers to move on to more mature, more meaningful purchases, look for meaning in the things they choose, ask how other Marie Kondos are before going through the checkout if they will do happy. It seems that more and more citizens of Greece no longer see the display of wealth and overconsumption as a sign of status, but instead display a lack of taste, style, character. The opinion begins to prevail that the less we accumulate, the happier we will be and the more just society will be in the long run..

This is evidenced by the latest study by Solid Havas on population trends to change the model of consumer behavior. The study was conducted in 30 countries, including Greece, among the main consumers, as well as the so-called “prosumers” – a term that describes dynamic consumers, those who are the first to adopt a technology or a new product. According to the results, while nearly half of Greek Generation Z (48%) – compared to 10% of Baby Boomers – struggle to resist the temptations presented by the consumer economy, there is a desire to channel our purchasing power in one direction. less harm to people and the planet. Eight out of 10 consumers and key consumers in Greece say that being satisfied with simple things makes them happy. For most prosumers (70%), working less and spending more time with family is one of the reasons why they are attracted to this modest life..

Can austerity, minimalism become the new fashion? However, already 77% of Greek consumers and 69% of general consumers say they admire people who have switched to a more modest lifestyle. After the extravagance, wealth and privilege that have been on display for the past two decades, overconsumption is finally losing its luster. Characteristically, even in Greece, content creators with minimal content, such as Claire Dimopoulou and Aphrodite Tsima on YouTube, are widely recognized. Ms. Jima, who runs The Minimalist Mom, decided to get into minimalism and its philosophy shortly before quarantine. “I did this because in recent years I became extremely demanding on consumption and wanted to radically change the way I feel about the material world and what effect it has on my psyche,” she tells K. She noticed that her financial situation improved, but to some extent, “until I realized that buying better quality things that will probably last you longer has its costs.” What has definitely improved over time is her psychology, “because I didn’t have such a heavy addiction to consumption of any kind.” However, changing lifestyles comes with challenges. “Even today I struggle with clothes and shoes because that is my great love. This is quite difficult as the prevailing lifestyle and the influence we get from social media is extremely absorbing! Fashion trends are constantly updated, and with them our need for everything new and shiny. It takes a lot of effort and discipline to stick to a leaner lifestyle.”

For citizens, however, austerity does not mean decline. About 3 out of 4 prosumers and mainstream consumers reject the idea that the economy needs to contract to address our concerns. Instead, they aim for a dynamic economy based on innovation, sustainable products and services, rather than a return to the pre-industrial era. Lean for consumers means buying better, cutting costs, reducing waste, and becoming more self-sufficient. “Buy it, use it, throw it away, repeat it” is the whistle.